Enterprise has updated their old logo. Enterprise is a car renting company in north america. I liked the “e” better before, because it had more of a “road” feel to it. It’s not a huge design update, but at least they kept the old feel. What are your thoughts on this one?

10 responded to this post

I like it generally – the logo is much simpler and memorable, however the e is weaker. In trying conditions, such as sunlight, there may be readability issues as the contrast between the white e and surrounding green is lessened.

MeDeA_ said on January 2nd, 2007

another good poin: join the “e” with the “enterprise” (i hope u understand..i don’t really know how to explain that in English!)

Nice piece of confident rebranding… they dropped the rent-a-car reference, no doubt because they no longer need it. The image seems more coherent (the old image felt like two or three elements cobbled together), though I don’t much like the bolder font (it feels cramped), but you can’t have everything…

Dam said on January 2nd, 2007

I agree with what Nigel said, nice move by leaving the ” rent a car ” tag. The re-branding not only was to modernize they company’s corporate id, but as they are now more know around the us, they can forget about the tag.

I like it. It’s much simpler and I like that they’ve incorporated the e in the word. Before it looked too much like “e enterprise” was their name.

I do see how David thought of a battery company though – the shape & size of the rectangle, along with the green box & black box does make me think of a Duracell battery. Kind of gestalt – don’t you think?

Nexy said on January 4th, 2007

I think its overdated, the old one and the new one.

withoutstars said on January 4th, 2007

Now if only they’d get a new TV spot. ‘Hi Enterprise, I’m stuck at the repair shop and I need to rent a car…’ ‘Sure, we’ll have a ’96 Lumina for you in a jiffy.’